Employees Ask: What's In A $90,000 Name?

Some employees of The Allentown Hospital/Lehigh Valley Hospital Center wondered aloud yesterday why HealthEast would spend $90,000 on a name they felt they could have come up with themselves.

"I think it's a joke," said one of two laboratory technicians who were leaving work for the day at Lehigh Valley Hospital Center, which will become Lehigh Valley Hospital, Cedar Crest in April, "when they are complaining about how we use tape and tissue."

Similar observations were made at The Allentown Hospital, which will become Lehigh Valley Hospital, Allentown.

"I could have come up with that name," said a nurse who said she was disappointed to first learn of the new name in the newspaper.

Most of the employees interviewed as they left work asked that their names not be used. "None of us wants to be in trouble with our bosses," the Allentown Hospital nurse said.

Several also said they loved their jobs and would work for the hospitals no matter what they were called.

At least one employee said he was happy about the name change. Other opinions ranged from indifference to anger over what some felt was a misuse of money.

In addition to the hospital name changes, HealthEast trustees on Wednesday approved changing the corporation's name to Lehigh Valley Health Network.

The region's largest health care provider paid Glenn Monigle and Associates of Denver $90,000 to come up with the new names and a new image.

While the name change "was the topic of discussion at lunch," The Allentown Hospital nurse said the greatest concern among nurses was whether they would lose their jobs.

The organization hopes to cut $4 million from its $250 million budget in the fiscal year beginning July 1. About half the cuts are expected to affect nursing, but the organization hopes to eliminate unnecessary vacant positions and avoid layoffs or firings.

Hospital spokesman Mike Kaufher said the $90,000 investment "was not just to name the hospital. It was to develop the process and get the result that we got."

About a third of the cost went into research, including a survey of 600 households about possible names, Kaufher said. The balance went to developing the name and the image makeover planned for the hospital, he said.

"We thought it was important to do that because we have lacked agreement and understanding at all levels of our organization on the issue of who we are," he said.

The new name would help unify the organization's activities and improve its position in the Lehigh Valley, he said.

As for the simplicity of the name, Kaufher said the majority participating in the survey favored using "Lehigh Valley" in the new name.

Kaufher said he was pleased that employees were talking about the new names because he felt it was the beginning of awareness that the organization hopes to spread to the community.

The process of "identifying our organization and unifying our activities under a single identity" will involve new signs, stationery, name badges and other items with the new names, he said. Kaufher said there was no estimated cost as of yesterday for the new materials.

As the identity change begins, some employees said the hospital would have a hard time getting people to use the new names.

"There are still people who call this Allentown General," an Allentown Hospital employee said.

"People still call this ASH," a Lehigh Valley Hospital Center employee said, referring to when that hospital was Allentown and Sacred Heart Hospital Center.

Kaufher acknowledged that the hospitals are being called different names, but said part of this change would involve making the community aware of the new names and encouraging people to embrace the new identity.

"It may take us a number of years, but we are committed to doing it," he said.

Lehigh County Judge Robert K. Young said in 1988 that the name HealthEast was insensitive, "suggesting that it apparently aspires to become the premier health-care system on the East Coast."

Young said yesterday that the change was "most appropriate" and would improve long-term good will.

"I think the Valley is proud of it, and the Valley's name should enhance it," he said. "The community feeling for it will be improved."

Eve Farrell of Allentown, who was leaving Allentown Hospital after a dental appointment, was among those who said she had an attachment to the hospital's present name.

"I kind of wish it would stay the same," she said. "But what are you going to do? The majority rules."